Build Products People Actually Want
How to talk to customers and get the feedback and insights you need to validate your ideas fast.
Watch the mini-course
Now for just 47€
Discover the proven 5-step simple method
by Consumer Psychologist - Gary van Broekhoven
"His GRAMS method possibly saved our business! We now use it with every conversation we have with our customers, Huge thanks!
Martin L. - YPO member
100% Practical
1800+ 5 Star Customers
27+ years' experience
Backed by psychology
Why Now?
Whether you're an entrepreneur, product manager, UX designer, or marketer, chatting to customers probably isn’t what gets you out of bed in the morning. It's awkward. You don't know what to say. You fumble through endless pages of validation questions, or even worse, blurt out terrible leading questions like, “Erm…would you buy this?”
"Guessing is expensive and failing fast still means you've failed!"
You’re not alone. Talking to customers can feel awkward. It’s easier to rely on hunches, guesswork (GPT), or blame ads and algorithms when your business or product flops. But here's the harsh truth: guessing is expensive, and failing fast still means you've failed.
That’s exactly why most startups quietly fade away, not because they lack passion, but because they miss the crucial step of knowing exactly what customers actually need.
Your Unfair Advantage.
It’s NOT manipulative. It’s about making people feel heard and being ready when they open up.
You’ll walk away knowing exactly how to ask questions that cut through the noise, unlock genuine insight, and give your product that undeniable "bloody hell, that’s brilliant" quality.
No more second-guessing, just proper, usable, human truth.
The GRAMS Method™ – a deceptively simple, deeply powerful way to get under the skin of what really drives your customers.
And once you’ve got it, you’ve got it for life. This is the most powerful part of customer discovery, giving you the feedback you need to de-risk your big decisions.
Oh, and by the way – a few cheeky students have told me this works wonders in job interviews, awkward family lunches and first dates too (their words, not mine).
So, are you ready for that unfair advantage?
Why not invest two hours in yourself and your business, watch the mini-course and save months of time and possibly the future of your business!
Rich insights await! See you inside.
— Gary
What Fellow Entrepreneurs Say
Tanya - founder - aisheets.app
The GRAMS framework is gold. It strips out the noise and focuses on what really matters in user interviews. Gary doesn’t just teach; he translates complexity into action. Super sharp, super helpful.
Emiel - EO
Gary ran a workshop at our EO retreat and his GRAMS framework was extremely insightful to decode the customer experience for the Startups. Multiple founders are now using his GRAMS framework and are seeing impressive results!
Wana - Founder of Ullabelle
Gary led a workshop on his proprietary customer research techniques for our group and my mind was blown! He has immense knowledge on how to get to the core of your customers problems and work towards creating a solution.
The new GRAMS Method™ used by 1000's of entrepreneurs and innovators to quickly get rich insights from their users, validate their ideas and get the right customer feedback.
Teams with an unfair advantage
"Asking customers the right questions could mean the difference
between a successful product and a painful lesson.”
Old Methods
Unfocused and awkward interviews with little actionable insights where you are focused more on validation rather than learning
Lose years learning how to run interviews effectively. Almost no courses out there.
Limited customer understanding "what does it all mea?" making it difficult to drive product development
Biases and opinions lead the way to product development meaning risks are high!
Slow product validation and uncertain product roadmaps and a lack of why the product is failing in the market.
The GRAMS Method™
Transformative customer and stakeholder interviews
Crystal-clear customer motivations, enabling better product decisions
Structured, repeatable interview process that works every type of customer in every type of situation
Fast business idea validation, accelerating growth and clarity on the product roadmap
1000 Mistakes So You Don't Have To
27 years of interviewing customers/patients/doctors/users etc., I've read the books and still managed to make 1000's of mistakes along the way. I didn't make the GRAMS Method for you, I made it for me! As a consumer psychologist and behavioural designer, I've learnt the MONEY is getting great insights.
But then...
I started teaching (and testing) it on my university students - game changer! Everyone of them from all backgrounads and levels were having A-ha! moments. And since then, my global clients have asked me to teach their teams, startup accelerators and entrepreneur networks etc. turns out, it's better than I hoped and easy as hell to use.
My simple, structured GRAMS method quickly shows teams how to:
Validate ideas with crystal-clear customer feedback
Identify critical insights and deep customer motivations
Confidently conduct interviews, even if you're starting from scratch
The results?
🚀
Business ideas validated in days, not months
🚀
Customer-driven clarity shifting product roadmaps instantly
🚀
A repeatable, scalable process that sets businesses apart
Is This For You?
Whether it’s a casual coffee with a customer or a high-stakes meeting with stakeholders, this mini-course is for professionals who want to turn conversations into insights:
01
Exactly what to ask (and how) No more awkward silences.
You’ll naturally guide the conversation without making it weird.
02
How to actually listen (properly)
Stop worrying about your next question, start effortlessly spotting insights as people speak.
03
Therapist-style techniques (minus the couch)
Simple, powerful moves that get people opening up without even noticing.
04
Spot and avoid biases and polite lies
Not all feedback’s created equal. You’ll learn how to filter noise and guide conversations to what truly matters.
05
Turn vague answers into clear insights
When someone’s feedback feels fuzzy, you’ll know exactly what to ask next to gain clarity.
06
The magical two-question combo to reveal their ‘WHY’
A strategic pair of questions to instantly reveal the core motivations behind customer decisions
“The next big thing is not AI, it’s the understanding of people.”
Don Norman
GRAMS Users
Maite - Design Strategy
Not only the content was very interesting and applicable, but the session itself had a super clear and engaging structure.
In fact, it is so applicable that I have already absorbed the content and used it in a Design Sprint session with the team.
Simon - Experience Lead
Gary's GRAMS framework- a structured and rapid way of running and decoding user interviews has become the de facto standard within our office
Olga - UX researcher
I would like to thank you for today's lecture. Not only was the theory very interesting and clearly presented, but the opportunity to try it out immediately with afterward's commentary was extremely beneficial! I could openly tell you that it was the most interesting lecture I've seen throughout the year.
My Promise To You
Your 100% Money-Back Guarantee
You don't have time to waste, I get it.
If you start the course and decide it´s not for you, no problem.
Just email us within 14 days and we'll refund you plus you get to keep the e-book.
How the pro's are getting consumer insights, de-risking decisions,
validating ideas and gaining their unfair advantage.
Complete Training: The frameworks and the advanced techniques including active listening, rapport and dealing with difficult interviews, all the advanced techniques. Value: 150€
The GRAMS Method™ e-book: All the tips, techniques and frameworks, checklists, tech stack, plus other further readings to take your level even higher. Value: 25€
BONUS #1 - Access to the Recordings for 12 months: Meaning you keep your access for one full year plus you get instant access to any new videos we upload to the course, keeping you up to date with all the latest advancements.
The Big One! - Limited Time Offer Get hands-on live online practice with me. For a limited time only, we are offering the opportunity to fine-tune those techniques in a 1hr live online group session with me for only an extra 47€. Bought separately: 175€
Total Value 175€
Why Not Access Today - Risk Free for Just 47€
Need More Proof?
Maria Victoria - Head of CX and Behavioural Psychologist
A passionate professional, Gary's “learning by doing” approach transforms any working session into a continuous learning experience for both coworkers and clients. His ability to apply real life examples to tackle different challenges, along with his extensive understanding of tools and processes, gives him the ability to effortlessly transform raw data into actionable insights and innovative solutions. An inspiring mentor to learn from and fantastic person to work with!
David - Head of Design
Gary is, without a doubt, one of the people I learned the most from in my entire design career. I worked with Gary for multiple years now in different capacities, not only leading together digital transformation and innovation-driven initiatives for global clients but also leading cross-functional, cross-location teams together.
Lillian - UX Designer
Gary is definitely one of the best professors I’ve had in my academic career. I feel like his passion and energy made the experience beyond enjoyable. Wish he’d have more classes. Gosh I can’t remember listening so actively to anyone that wasn’t an actor in Game of Thrones. He’s a star!
I learnt that it is very important to gain a psychological and sociological perspective at the beginning of the entrepreneurial path. Gary did not leave any point unclear. It was a great and effective course in a compact way.
This class has been my favorite since I started studying ever. I loved everything about it, and I feel sad that it's over. I would've loved it if all classes were this enjoyable and instructive. Truly, one of my best experiences ever.
Gary is a phenomenal instructor, the way he utilizes human behavior to manage his class is great, the stories about his past clients and how other businesses use consumer behavior to understand their consumers and how they behave. This was by far the most interesting class I have ever taken.
Gary is definitely one of the best professors I've had in my academic career. I feel like his passion and energy made the experience beyond enjoyable. Wish he'd have more classes. Gosh I can't remember listening so actively to anyone that wasn't an actor in Game of Thrones. He's a star!
The class is important for most of us who worked in marketing since we were taught how to use psychology in marketing. The course is interesting and sort of lays the foundations for many more to come.
Gary is great, and the way he delivers the class is fun and easy to follow. He clearly understands and is able to guide all students. I love his class!
We stopped guessing and built exactly what customers wanted - for once!
Our whole team relies on GRAMS, it's incredibly effective. - thanks Gary!
Gary makes the topic interesting, and he makes sure everyone fully understands it. While trying to make the class as interactive as possible. It is one of the best courses I have taken throughout my education.
I love the practical examples that the course exposed us to. Gary really touched a lot of things when explaining the course, the examples he gave us were awesome and I learnt a lot.
The way Gary presented the subject is very clear and made me understand the concepts easily. I liked learning about each of the theories.
Gary truly cares about his profession. He is so knowledgeable, very kind and always there to answer all of our questions. I would like to thank him for such a wonderful module.
Recalling my past knowledge about consumer behaviors and psychology lessons... now Gary matched them up, mixing all the materials to hit a bigger target in analysing how consumers react, purchase, and response from those aspects.
Very interesting concepts that are important for us to understand consumer (and our own) psychology and behavioural patterns better. Gary focuses less on textual learning and more on class participation and discussions.
I liked that the theories are used in our daily life practise. The course was eye-opening regarding how marketing strategies strongly leverage the behaviours of the consumers, and it is really helpful.
I am glad this course focuses on the learning process and rather the understanding of how relevant it is to your work while discussing how you apply it to our own cadence.
Frequently Asked Questions
"Is this really worth paying for?"
99.9% of my students think so. If you're not satisfied, you'll get a 100% refund. Question is, can your business afford not to?
"I’m not a researcher. Can I still use this?"
Absolutely! GRAMS is designed specifically for entrepreneurs, product managers, designers etc. Simple, clear and effective.
"Do I have time for this?"
It's self-paced. Invest a couple of hours and reap the rewards - forever!
"Can't I just ask GPT?"
Sure, we do, but that's desktop research, it's useful, but sadly, it's superficial, outdated, and exactly what your competitors use. GRAMS brings real-time human insights, shows you what people are talking about in amazon reviews etc., giving you that unfair advantage.
“ It’s not what they drive that counts but what drives them.”
Gary van Broekhoven
What Drives Them
C/Roc Boronat 117
Barcelona, 08011
gary vb @ what drives them . com
Hours
Monday - Friday
10am - 6 pm
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